Marketing Glossary

Spinning

"Spinning" refers to changing the words in a section of text (often an article or a blog post) so that it looks different while retaining the bulk of its meaning. This is primarily through substituting a synonym for many of the words in the text. Through the use of spinning, many versions of the text can be created.

While this can theoretically be done by a human, word for word, usually spinning is done by software.

Some software requires that the text be prepared for spinning, by the insertion of "spintax", clusters of synonyms, from which the software randomly selects one from each cluster for a particular version of the text.

Other software has a dictionary of synonyms built in and when it finds a word of the text in its dictionary it automatically replaces it with a synonym.

Marketers use spinning to create various versions of text to increase the ability to have unique articles to be placed in article directories, blogs or other sites, all with a link to a critical web page useful in their marketing.